女性自我認同與名牌意識之研究:

Abstract

品牌的使用已在日常生活中成為不可或缺的角色，生活中品牌經驗氾濫，名牌似乎成為一種對自己或對他人的個人價值判斷的方式，而如此的名牌符號的使用可否真能滿足或是幫助個人認同真實的自我，為本研究想要探求的議題。因此本研究以20至35歲的上班族女性為研究對象，以深度訪談的方式來探討自我認同與名牌互動之情況與意義。 本研究的整理歸納如下： 一、在女性名牌意識及經驗之分析方面發現，名牌的定義因人而異，而名牌意識及使用與同儕、大眾傳媒的普遍與催化有關；最後名牌的經驗會促使使用者更加重視名牌。 二、在女性自我認同與名牌意識間的互動情形方面，名牌成為自我認同過程中的媒介，如名牌能帶來自信心的提高、自我的肯定、幫助自我的印象整飾，並能提供人際關係的建立，因而產生自我歸屬感。亦即自我透過名牌的使用，肯定自己、區分出並呈現出獨特的自己。然而，在如此的使用過程中，它是矛盾的。因為名牌的普及化應該是消滅階級，但是卻更反映出社會的階級觀。 三、探討名牌意識如何影響女性對於他人看法方面，名牌是在職場上建立它人第一印象看法的重要評估媒介，對於使用相同品牌的人與不相同品牌者相較下，會對相同品牌者較有好感。The purpose of this study was to explore how women’s self-identity interacts with the usage of prestigious brands. The usage of prestigious brands plays an important role today and it seems to have become a way to judge people. However, does it really satisfy or help people to develop their true self-identity? Samples were taken from 20 to 35 year olds, and the method of in-depth interviews was utilized in order to determine the conditions and meanings of the interaction between self-identity and prestigious brands. The major findings are as follows： I. In the analysis of women’s brand consciousness and experience, the perceptions of prestigious brands are different among different women interviewed. Brand consciousness and brand usage are influenced by family members, coworkers and peers, as well as the widespread catalysis of mass media. The very experience of using prestigious brands motivates the user to necessitate the prestigious brands themselves. II. In the interaction between self-identity and brand consciousness, brands become facilitators in the process of self-identification. For example, the use of prestigious brands builds self-confidence and validates self- confirmation. This interaction helps with impression management, as well as building social relationships which provide subjects with a feeling of belonging. It is through the use of prestigious brands that people can confirm, distinguish and uniquely present their desired selves. However, it is ironic that the widespread use of prestigious brands does reflect social values about status and not necessarily can recognize and promote personal status. III. Brand consciousness acts as a medium between the self and the other, not only in the instance of the first impression, but throughout the development of relationships. Furthermore, in comparing the reaction to the use of a favored brand versus an alternative brand, subjects typically have better feelings towards those who use the preferred brands.